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As user acquisition costs climb, mobile marketers are refocusing on what happens after the install without spamming the notification tray.

A new report from Feed.fm reveals that in-app music is a growth strategy. With 84% of users demanding music and 69% willing to pay for it, apps that integrate licensed tracks see longer sessions, better retention, and stronger monetisation.

Around 25% of marketers cite difficulty in measuring ROI, and 21% struggle to scale their partner programs effectively. This has sparked a growing investment in technology platforms that streamline operations, providing fraud protection, unified reporting, and simplified partner payouts.

CMOs are burning out not from doing too little, but from doing too much without direction. Brand strategist Andrej Persolja unpacks why clarity, not complexity, will define the next era of marketing leadership, and why the best CMOs will start thinking more like investors than executors.

As return rates soar in online retail, ASOS’ controversial customer ban puts a spotlight on the need for smarter, fairer return strategies. How can technology and transparency help retailers cut costs without compromising customer loyalty?

Synthetic monitoring is becoming essential as brands scale conversational AI and omnichannel CX. From preventing outages to testing intent flows, learn how proactive testing safeguards trust in every interaction.

The research indicates that AI search tools are gaining momentum by providing answers in plain language, summarising complex information, and eliminating the need to navigate through pages of SEO-driven content. 

With rising CAC and complex sales cycles, B2B companies are exploring partnerships and affiliate marketing as high-impact growth levers. This piece explores trends like ecosystem-led expansion, AI-powered partner management, and how trust-based channels are reshaping go-to-market strategies.

In an industry obsessed with growth hacks and shiny stacks, marketers are now losing nearly a month each year just troubleshooting tools. Creativity is being sidelined. Morale is dropping. Strategy is on hold.

From smarter identity resolution and ecommerce assistants to generative content and new disciplines like GEO, martech leaders are rethinking what personalisation, attribution, and discovery really mean in 2025.